Social media, a powerful tool for audience engagement: INMA

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On the eve of the INMA South Asia News Media Summit, head of audience engagement and Social Strategy, NDTV, Sohini Guharoy, reviewed the trends on social media and dived deeper into the relevant topics of media consumption patterns. She gave some advice and instructions to the publishers that they can adapt to grow audiences and drive news segmentation from a news perspective.

She believes that publishers are contending with laypeople to get attention on social media, pointing out how much social media has a standalone influence on the consumers and its role in putting out content. It is no longer a platform where the contents already published are put out. It is a place where all the latest news and Infos drop-in, and here are the contents specifically created for social media owing to the demand.

The needs and wants of the audience and what they are watching can be understood through social media. Attention spans have reduced drastically, and since they barge into people’s personal time, it is inevitable to be made sure that the contents are not just scrolled over. Unlike newsrooms, there is no need to check channels repeatedly to calculate the reach. In social media have the ease of algorithms to do that.

There is no longer any competition between various social media. All respected reporters have created their niches, some even gaining more followers than the company itself. What the audience wants is fact-checked, flawless, errorless information delivery.

Pandemic has led to change in behavioral patterns as the consumers base for video content in social media has increased by 60%. So the audience is already on social media, but the onus of engaging them lies with the organizations.

The advantage of social media is that it is free, no subscription is required, and the free and genuine contents always have a strong and increasing audience base. There is a need to build a merger between the TV and social media audience to get more consumers into following the particular media entities.

To capture the attention of the ever-increasing consumers, immediate attention needs to be taken through putting out relevant, good content to raise the value and USP of the firm by having quality and strategy in every work done.

It should all come done to the basics of journalism when it comes to tacking of fake news through fact-checking, as fake news has been one of the main reasons bothering the audiences. Using fact-checking tools and multiple sources verification can help in reducing this to a great extent. Let your data do the talking, rich, unplagiarized, and unique content.

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